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Café Britt: Positioning for a new coffee shop chain in the Taipei,
Taiwan
Executive Summary
Café Britt The Company
Objective
Market and Competitors
Field Research
Hypothesis and Methodology
Sample and Data Analysis
Brand Culture Map
Implementation
AgendaAgenda
Café Britt considered as the best coffee of Costa Rica intends to introduce itself to the Taiwan market offering an entirely new concept; this concept seeks to deliver a new experience for coffee lovers educating them for the entire process; offering a comfortable environment, quality cup of coffee served by friendly people.
Executive SummaryExecutive Summary
Founded in 1985 by Steven Aronson
◦ First gourmet coffee roaster in Costa Rica◦ Headquarters in CR (mountains of the
historical city of Barva)◦ In February 2004, established roaster in
Peru
Only “the bestthe best” for diplomats and special guests◦ National pride◦ Recognized by worldwide coffee lovers
Cafe Britt - CompanyCafe Britt - Company
Café Britt Coffee Corporation is the holding company
Coffee is grown in high-volcanic terrain
Control the entire process “from the plantation of the cup”
Roast in small batches to guarantee quality
Cafe Britt – Quick FactsCafe Britt – Quick Facts
This project is to design a marketing plan for Café Britt, a costarican specialty coffee producer, to enter the coffee shop industry in Taipei, Taiwan.
ObjectiveObjective
Taiwan MarketTaiwan Market Taiwan is not a traditional coffee
drinking country
TCA data - consumption +120% annually
2004, 10,000 Coffee shops in Taiwan
Third coffee drinking country per capita
Main CompetitorsMain Competitors
Competitor AnalysisCompetitor AnalysisStarbucks •High-quality Coffee
•trendy environment
•Don’t rely in advertising
Barista •First Taiwanese-based coffee shop
•Higher price and major competitor (compared to Starbucks)
•Up-scale, romantic
Dante •Benchmark of starbucks
•Well known 35nt coffee
•Convenient locations and fast service
Ikari •Affordable price
•Coffee from the Milan, Italy
• “Take your time culture”
Mr. Brown •King Car Food Industrial
•Focus on high-tech processing facilities
Research QuestionsResearch Questions
What are the most important factors in the Taiwanese costumers’ mind for selection of a coffee shop?
Can Café Britt establish a new coffee shop franchise in Taipei that positions itself as an option to traditional chains by leveraging the origin of the coffee (Costa Rica) and the brand that has already been successful in the U.S. and Europe?
HypothesisHypothesis Excellent service is more important than comfortable
seats in the customer’s mind. Customers prefer a place that has music over a quite
coffee shop. The quality of the coffee is more important than its
actual origin in the consumer’s mind. Varied food and beverage offerings encourage
customers to visit a coffee shop more often. Most of the customers visit the coffee shop prefer to
use the Wi-fi connection over buying the souvenirs from the shop.
People prefer the coffee shop to have comfortable seats rather than an attractive decoration.
MethodologyMethodology
Define the Problem
Design Survey Test Survey Apply
Survey
Produce Final Report
Create Perceptual
Map
Decide Appropriate
Positioning for Café Britt
Data Analysis (Multivariate Factor Analysis)
The SampleThe Sample
The SurveyThe SurveyAGE: _____SEX: _____OCCUPATION: _______________In average, how many times a week do you visit a coffe shop? ______A-) Please read each statement and select the most appropriate response using an X for each of the coffee shop chains depending on whether you agree or disagree.1-) “The seats are comfortable”
Strongly Disagree
Disagree Somewhat Disagree
Neutral SomewhatAgree
Agree Strongly Agree
Ikari
Dante
Barista
Starbucks
Mr. Brown
The DataThe Data
Shop Seat DecorationServic
eAccessorie
sPrice
s Music Coffee Wifi Variety Food Origin Quiet
Ikari -1 -1 1 -3 1 -3 -1 0 1 1 -3 -3
Dante 1 -1 0 -3 1 -3 1 0 1 1 -3 -3
Barista 1 -1 -2 -3 -1 -3 -1 0 1 0 -3 -3
Starbucks 1 -1 2 -3 -3 -3 1 1 1 -1 -3 -3
Mr. Brown 0 -1 0 -3 0 0 0 0 1 0 -3 -3
The AnalysisThe AnalysisExplained Variance
Value Seats Decoration Service Accessories Prices Music
Eigenvalue 8.033 3.136 1.809 1.734 1.352 1.164
% of Var. 38.512 15.033 8.671 8.312 6.480 5.579
Cum. % 38.512 53.545 62.216 70.528 77.007 82.586
Grouping a a p p p a
Explained Variance
Coffee Wifi Variety Food Origin Quiet
0.959 0.763 0.577 0.516 0.457 0.360
4.598 3.659 2.766 2.475 2.191 1.725
87.185 90.843 93.610 96.084 98.275 100.000
p a p p p a
Quality
Low High
High
Low
Environment
Perceptual MapPerceptual Map
Customers Influencers
BRAND STORY
Reputation •Best high quality Coffee in Costa Rica, has won several awards•Spread by word of mouth by tourists
“Balanced, resonant, big-bodied and grandly acidy, the finest Costa Rica coffees are classic in the sophisticated sense of that abused term”
Relationship •No artificial ingredients•Commitment to quality• We take care of our people (fair trade)
Experience Relaxing, soothing, friendly, close to nature.
Symbolism Environmentally, health and socially conscious. A Place for connoisseurs who want a different way to relax
Brand Culture Map
Discover a place where you can escape from the day life
and enjoy the finest Arabica, Costa Rican and
organic cup of coffee served by the friendliest people…
“Enjoy the journey with Café Britt”
“From the plantation to your cup….”
ImplementationProduct Policy/Service Delivery
Environment design to be consistent with Café Britt brand
Employees will be wearing traditional Costa Rican customs Focus on good service
Take out items such as cups will be made of recycle paper
ImplementationPackaging
Logo of the coffee will prevailOriginal designVaries depending on type of coffee
Advertising Print Ads/Pictures on store Taiwan Fun Magazine
PR Taiwan Coffee Association Participate on national coffee events Partner with cultural and educational institutions
大家好, 我是Tuki
Channels/ RetailChannels/ Retail
Channels/ RetailChannels/ Retail
Th
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off
ee S
ho
p
XIE XIE, MUCHAS
GRACIAS, THANK YOU….
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